Prices and pricing are something that executives seldom talk about with enthusiasm, especially to their customers. But this is shortsighted, as in fact few levers in a business carry the same strategic weight. It may not seem like it at first, but a price is far more than a quantity; it is also a means to select customers, push them to profitable behaviors, advertise, and stir lasting emotions. When all is said and done, the elephant in the room is a powerful ally.